Advertising That Stands Out While Consumers Stay In
A collection of top notch COVID-19 focused advertisements from big brands
By Bess Pezzini - Account Manager
Amid the COVID-19 crisis, smart brands are quickly shifting their advertising to reflect our new reality. They are finding a new balance of brand voice and personality, while resonating with people experiencing uncertainty and disruption to their daily lives.
Not only is it wise to adjust media and messaging right now, but from what we’ve learned, brands that maintain or grow their ad spending during a recession tend increase brand awareness and market share during the recession and the recovery period. The stay-at-home nature of this particular crisis adds a unique value advantage for advertisers when media consumption is exceptionally high. Financial institutions that are sustaining their advertising, especially broadcast, commitments are receiving higher amounts of value-added placements due to other the retrench of other advertisers abandoning their buys.
There is great value in advertising during these times. But what’s the right message to fill those placements in this unprecedented environment? The most effective ads that delicately balance their brand message and touch on one or more of these common themes:
Messages of understanding and unity
Demonstrate authenticity without focus on selling
Positivity
Humility and sensitivity
Simple and clear communication
Who’s doing this well? Here are some ads that stand-out and evoke feeling.
With Love Jack | Jack Daniels
As an alcohol brand all about socialization, Jack Daniels is showing how you can socialize in the age of social distancing. Jack Daniels collected user generated content showing how people are using their time these days being at home.
Built For Right | Ford
Auto makers are advertising aggressively right now by taking down their standard sales advertising and now plugging economic relief programs. Nonetheless this commercial is direct, simple and clear making it rather perfect for the times.
One Team | Budweiser
Budweiser has redirected their $5 million sports and entertainment marketing spend to the American Red Cross to support the fight against the pandemic. This announcement was made with the commercial “One Team” with a unifying messaging showing scenes of frontline workers battling the pandemic.
Hotels.com | Social Distancing
With the travel industry hit hard, many have reduced their media spend. But Hotels.com is taking a different approach. Captain Obvious is encouraging people to stay home. In this quick 15 second spot, Captain Obvious is seen rubbing hand sanitizer before eating popcorn. Captain Obvious then explains he is “going to be social distancing for a while” and “you should too.” The strategy is all about their brand and being visible. They know one day people will travel again, and they want to ensure that they are still at the forefront of consumers’ minds.
We Thank You | Perdue Chicken
This selfie-style video campaign, is recorded to say thank you to the people on the front lines of food production and delivery who are busy working during the pandemic. The TV spot features Chairman Jim Perdue, who recorded the campaign on his own cell phone with one of his company trucks in the background. Perdue goes on to thank everyone from farmers to shelf stockers, “folks who are rarely seen, even more rarely thanked, yet they’re always there when we need them the most.”
Here for You | JP Morgan Chase
Within the financial industry, JP Morgan Chase’s new ad showcases how its wealth-management advisors are working from home, but still working. This ad shows advisors in their work-from-home setups helping clients navigate through “historic challenges” in the last two centuries. All the while reassuring that, “We will get through this one together.”
What are some of your favorites? Comment below.